Category: Personas

A technology leader, usually VP level, who is in charge of the technology to support an older brand, like Macy’s or Gap. This person must figure out how to straddle supporting 30 year old technical systems holding back the business, and folding in new innovations to support the future of the business. Technologist Mostly concerned…

Technology director responsible for harmonizing online and offline retail operations. Focuses on creating seamless customer experiences across all channels. Computer science background Expert in retail systems integration Manages multi-platform architecture Prioritizes real-time inventory visibility Coordinates ship-from-store operations Focuses on API integration capabilities Experienced with multiple ERPs Emphasizes customer data integration

E-commerce operations leader at a rapidly growing fashion retailer. Manages complex inventory across multiple warehouses with seasonal variations and rapid product turnover. Fashion industry background Handles high-volume, time-sensitive shipments Manages returns logistics Coordinates with multiple fulfillment centers Focuses on delivery speed and accuracy Experienced with drop shipping Manages international shipping operations Prioritizes inventory visibility

A director of e-commerce operations at a rapidly growing multi-channel retailer. Started in traditional retail but has fully embraced digital transformation. Manages a team of 50+ and oversees shipping operations across multiple distribution centers. 15 years of retail experience, last 8 in e-commerce Constantly evaluates new technology solutions Prioritizes customer experience and delivery promise accuracy…

There is still a market of 1000 small 3PLs. These are the companies with one facility in the middle of nowhere and do fulfillment for a handful of customers. Usually family owned. Here, someone owns a lot of stuff, including IT and operations. These people are stuck on legacy shipping tech, like DesktopShipper or ConnectShip,…

Supply chain director at a large manufacturer with both B2B and D2C distribution channels. Leads digital transformation initiatives while maintaining traditional distribution relationships. Engineering background with MBA Experienced in lean manufacturing Manages hybrid distribution model Focuses on inventory optimization Coordinates international shipping Emphasizes sustainability initiatives Handles both bulk and individual shipments Interested in IoT and…

For very large 3PLs, like Ceva or Geodis or Prologis, the transportation group thinks about parcel and LTL use cases together. They care about consolidating systems acquired through M&A. They care about use cases like knowing when to use LTL versus parcel on larger workloads. They are getting sick of their TMS as well, so…

Operations director at a growing third-party logistics provider, responsible for maintaining service levels while rapidly scaling the business. Manages fulfillment for diverse client base with varying needs. Background in industrial engineering Handles multi-client warehouse operations Focuses on automation and efficiency Experienced with multiple WMS platforms Prioritizes scalability and flexibility Manages seasonal volume fluctuations Strong interest…

Every 3PL has someone responsible for transportation. If the company is big enough, they have a team where someone is uniquely responsible for parcel. This person thinks of themselves as a carrier guru, someone who understands parcel inside and out. They have relationships with carriers. They know how to negotiate. Critically, they are responsible for…

A supply chain executive responsible for medical supply distribution across a network of hospitals and clinics. Has deep experience in healthcare logistics and regulatory compliance. 20+ years in healthcare supply chain management Expert in FDA and HIPAA compliance requirements Prioritizes accuracy and traceability over speed Manages time-sensitive medical shipments Coordinates cold chain logistics Focuses on…

Logistics director managing distribution of automotive parts to dealerships and repair shops. Balances urgent delivery needs with cost optimization. Automotive industry veteran Manages time-critical parts delivery Coordinates dealer network logistics Handles warranty parts shipping Focuses on delivery time accuracy Manages reverse logistics Experienced with JIT inventory Prioritizes system uptime